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Cannes Lions: Miguel Machado, Keenfolks on AI, Data and the End of Campaign Marketing
AI might be dominating the conversation in marketing, but Miguel Machado believes most businesses are focusing on the wrong thing.
Recorded live at Cannes Lions 2026, Justin Cooke sits down with Miguel Machado, CEO of Keenfolks, to discuss why competitive advantage will come from data, not AI alone, and why marketing needs to move beyond one-off campaigns towards intelligent systems that continuously learn and improve.
They discuss:
Why marketing needs to focus on business outcomes, not outputs
Why proprietary data will determine who wins with AI
The shift from campaigns to repeatable…
The skinny
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